Cultural and Social Influences on Consumer Behavior

This book explores how cultural and social influences affect consumer decision making with a focus on uncertainty avoidance, rituals, and external threats. For example, consumers in a culture with high uncertainty avoidance may show less positive attitudes towards new products than those in a culture with low uncertainty avoidance.

Aceasta carte exploreaza modul in care influentele culturale si sociale afecteaza procesul decizional al consumatorilor, concentrandu-se pe evitarea incertitudinii, ritualuri si amenintari externe. De exemplu, consumatorii dintr-o cultura cu un nivel ridicat de evitare a incertitudinii pot manifesta atitudini mai putin pozitive fata de produsele noi decat cei dintr-o cultura cu un nivel scazut de evitare a incertitudinii.